Leonard L. Berry, Texas A&M University

The economic storm experienced globally is the perfect time for companies to recommit to improving service quality. Quality service creates value for customers, and superior value – the best way to compete at any time – is the only way to compete during a recession. This article discusses and dissects the pillars of competing with service excellence: great employees, reliable service, respect and pleasant surprises, and convenience.


This paper appeared in Business Horizons, July/Aug. 2009, 309-317.